With this, BARC India, which currently reports about 55 million households representing C&S universe of 1 Lac+, will expand its reach to 153.5 million TV households, representing All India and all modes of signal. Of this 77.5 million are urban TV households and 76 million are rural TV households.

BARC India, which had recently announced a joint venture with TAM Media to form a meter management company, is working on the dynamics of it and will soon announce its integration plan.

“With the board giving us the go ahead to release the rural data, one will see ‘What India Watches’. We will be releasing the data starting week 41” said BARC India CEO Partho Dasgupta.